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Enhancing 5 key metrics through CX automation for iGaming excellence


min read

In the fiercely competitive gaming industry, success hinges on effectively managing key metrics that drive performance. By leveraging the power of CX automation, iGaming companies can elevate their operations, surpass competitors, and achieve iGaming excellence without breaking the bank.

iGaming companies face unique challenges in acquiring, retaining, and monetising players while ensuring exceptional customer experiences. In this dynamic landscape, CX automation brings unprecedented opportunities for iGaming brands to optimise their operations and stay ahead of the competition. 

Keeping in step with competitors hinges on tracking metrics that define success in this fast-paced industry. Five critical metrics include cost per acquisition (CPA), churn rate, average revenue per user (ARPU), agent response time, and customer satisfaction and trust index (CSTA). CX automation can not only help iGaming brands track some of these metrics, but can also help them deliver on better player experiences that improve them.

By strategically harnessing the capabilities of Proto's CX automation solutions, iGaming companies can transform their performance across these five key metrics, leading to enhanced player acquisition, reduced churn, increased revenue generation, improved customer support efficiency, and heightened satisfaction levels. Discover the game-changing potential of Proto's innovative solutions to improve each metric below.

1. Cost per acquisition (CPA): optimising player acquisition efforts

Traditionally, acquiring new players has been a resource-intensive and costly endeavor. iGaming brands often invest substantial budgets in marketing campaigns, partnerships, and advertising to attract potential players. However, these types of strategies also have a blind spot: iGaming brands may be able to drive traffic to their website, but a key component of player acquisition is getting them to convert to paying players once they land on your website. That means creating a smooth and engaging player experience that makes it easy for them to sign up and play.

Including key CX automation features like proactive chatting capabilities empower iGaming companies to engage with potential players proactively, initiating conversations based on triggers or behaviors. For example, when a player spends time on a registration page or shows interest in a specific game, a chatbot can automatically offer assistance, streamlining the acquisition journey and minimising drop-offs.

Proto's clients tend to also leverage AI-enabled multilingual chatbots to test new markets quickly and cost-effectively. By simply adding new languages to their chatbots, iGaming companies can assess market potential before investing in local support teams. This approach reduces CPA, minimizes risk, and enables strategic decision-making.

2. Average revenue per user (ARPU): maximizing monetisation potential

Boosting player acquisition is an important first step, but over the long term, it is average revenue per user (ARPU) that will make or break your gaming brand. Loyalty points, free spins, and bonuses are a popular way to keep players coming back, but these strategies will only succeed if they match each player’s gaming habits, spend patterns, and interests.

A one-size-fits-all approach to these offers will only drain your resources, since each one will only appeal to a few players. The solution? Personalisation. By segmenting players to provide a more targeted experience, you can supercharge the offers your brand already uses.

Proto uses trigger blocks within the chatbot dialogue to target players based on anything in their website, CRM, or the Proto platform – so the advantage goes much further than personalised offers at scale. Instead of just segmenting players in a static way, gaming brands can also tailor offers to conversational checkpoints in the player journey. For example, a iGaming brand could decide to offer players a free spin when a high-value player seeks out information about a new game in the chat window, or follow a WhatsApp template for proactive offers on social.

3. Agent response time: elevating support efficiency and player satisfaction

Agent response time is a critical metric to get right, especially for high-value players. McKinsey reports that 40% of customers expect brands to respond within the first hour on social media – and that service demand spikes can compound this pressure. But for brands relying on live support teams, keeping agent response time low can get expensive at scale.

Omnichannel CX automation can help iGaming brands reduce their response times to seconds, rather than minutes or hours. That is crucial in an industry where players are becoming accustomed to chatbots and conversational AI – and Proto’s clients have discovered that many of their players prefer chatbots when they need quick support with simple transactions like deposits and withdrawals. 

For example, Yolo has mostly high-value players in Japan with access to instant live support, but Proto chatbots still automate 60% of support requests in this region while scaling back customer service costs by 20%. Additionally, Proto can help measure KPIs for live agent response times to keep VIP support performance up to standard.

4. Player churn: fostering long-term player retention

Technical issues like failed deposits, lost connections, and poor user experiences on your site can all contribute to player churn. Managing player churn is crucial to success, but understanding when and why it happens is not always easy. Some research suggests using predictive analytics as a strategy for player churn – but you don’t have to turn to complex or costly solutions to discover which players are satisfied.

AI-enabled chatbots can help with player churn in a few ways. First, having instant support with issues can help manage player frustration. Proactive chat can alert players to failed deposits, offer instant support for game rules, and more so that they never have to wait for agents to become available.

Second, Proto’s proAnalytics product can help iGaming brands monitor overall service category volume to determine the issues players struggle with the most. Tracking player requests can give you an indication of what new games players would like to see added to your site, what technical issues they face, and where you can improve your content and user experience.

5. Customer satisfaction score (CSAT): building strong player relationships

Monitoring customer satisfaction scores is vital for enhancing relationships with both high-value and regular players. Not only can conversational AI track these scores, but it has the potential to improve them as well.

If dialogue flows are well thought out and integrated with CRM data, players can get instant support for issues like failed deposits instead of waiting 24 hours or more for a live agent response. With critical issues like these, immediate answers to what went wrong can make a significant difference to CSAT scores.

iGaming clients also use Proto to measure CSAT scores for both automated and live agent performance, with the ability to choose between a simple thumbs up/thumbs down option, numerical rating score or any other customised structure they want to follow to collect feedback. Proto also automatically tracks chatbot confusion rates, so iGaming brands know how successful their chatbot is at understanding what players want and can use this information to optimise their chatbot based on player behaviour.

How Proto can help

Better player journeys start with better metrics. The Proto AICX platform can help improve them with a one-stop solution for iGaming brands looking to manage, track and automate multilingual support on webchat, LINE, Telegram, Viber and 13 more channels – as well as and APIs that can easily connect Proto to their back office or CRM. Want to improve your metrics and stay ahead of the competition? Get a personalised product tour today.

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